Social media strategist Katie Lance shares tips for agents and brokers on how to use Facebook for real estate.
If I was a real estate agent reading this, this is what I would do:
· I would get all of my past clients onto a Facebook list ASAP and start being intentional on a daily basis by interacting with at least five each day.
· Look for moments each week to share great content from my clients on my personal Facebook profile.
· Create a Facebook Live schedule of when I would be live on Facebook once a week sharing valuable tips and information. People would be so impressed with the amount of knowledge and resources that I was sharing, that when the time came to find a local Realtor, there would be no one else they would think of but me!
· I would create Facebook Live content (and recorded video content) that reflected my personality. I wouldn’t be afraid to show my crazy hair or my opinions—I am who I am, and I want to attract people who want to work with me.
· I would create my Facebook ad strategy ASAP. I would focus on targeting the “warmest” audiences possible, like the people who have engaged with me on Facebook or visited my website recently or who are in my database. After every Facebook Live or video I post to my business page, I would boost or advertise those posts to my warmest audiences possible to get the highest level of engagement. Here’s a resource to my last free Facebook ads webinar.
If I were a real estate brokerage or franchise owner reading this, this is what I would do:
· I would get all of my agents (or managers, depending on your position) onto a Facebook list ASAP, and use that list to engage with my agents on Facebook—”like,” comment and interact with them. Agents rarely leave brokerages because of the money alone. They want to be a part of something and connected to a great broker. Retain people by caring about who they are beyond their listings. By the way, as a broker/owner this is something you need to do on a personal level—not your assistant or marketing director.
· Look for moments each week to share great content from my agents or managers on my personal Facebook profile and/or in our company Facebook group.
· Make sure we have a Facebook group that someone on our team “owns” and is responsible for building the content there and building the community with my agents.
· If I didn’t have a social media manager on my team, I would hire one who understands the value of creating excellent content; someone who is proactive and creative enough to craft fun and interesting content that will engage the consumers who follow our page and our fellow agents. I would hire someone who isn’t afraid of the camera and is ready to lead our brokerage or franchise down the path of an effective video and Facebook Live strategy. I would make sure I support that social media manager and give him or her the resources he or she needs such as: additional team members (a video editor or a copywriter), additional resources (equipment), additional training (online or offline educational courses to up their game) and an adequate budget to boost and run Facebook ads as needed on a regular basis.
· Invest the time into a weekly Facebook Live broadcast. I would be the thought leader in my market area by being on live video talking about the market, sharing my knowledge and expertise and attracting the type of agents who would be perfect for our brokerage or franchise (and letting go of the ones who are not). I would also be intentional and make it a point to highlight at least one or two people in each broadcast. When you highlight others they are more likely to share your content, which makes it a win-win all around.
In 2018, it’s going to boil down to two big things to stand out in Facebook’s news feed if you are in real estate:
1. It’s about creating great content — not just once in a while but on a consistent basis; week in and week out that is going to attract the people you want to work with.
2. It’s about being real, being yourself and investing the time into cultivating those relationships.
Real estate has been — and will always be a — relationship business. Focus on that, and you will crush it in 2018 and beyond!
Katie Lance is the founder and CEO of Katie Lance Consulting, a social media strategy firm, the #GetSocialSmart Academy and author of the book #GetSocialSmart.
Source: Katie Lance via Inman